PROVIDING CONTENT FOR MOBILE OPERATORS: PRSP/SMS/WAP

PROVIDING CONTENT FOR MOBILE OPERATORS: PRSP/SMS/WAP

SO….WHY ARE WE HERE AGAIN?

I plan to talk about- What is content? A (very) brief overview.-”The ping Factor” – serving content on the network.- It can’t be done – Challenges in mobile content creation .-”I’ve seen that before”. Content success stories- “I want to do that! Where do I start?” - opportunities for application and career development.

Content Players and Models

Cable and TV IPTV, HDTV, DTH, DVD online rentals Subscription based, VoD, pay per channel/view

Online distribution Ad supported, subscription, eCommerce

Mobile content (MSPs and MVNOs) Browse, download, messaging Mobile TV, video and audio clips, ring tones, games

Outsourced managed services providers

Super Enablers, Distributers, Publishers

MOBILE CONTENT – 2 BROAD CATEGORIES

Handset Personalisation:Ringtones, logos, wallpaper, java games,

Java applications – Phone furniture Information and Entertainment:

news, weather, share prices, sports updates horoscopes, jokes, trivia, pick-up lines : general broadcast alerts (info and entertainment)

“What did this house sell for last?” “What is the price of Equity shares?” : tailored information services (premium)

Reminder services (partner’s birthday, pick up car from service etc) : personal alerts

DELIVERY MECHANISMS USSD

Unstructured Supplementary Services Data It’s the Telnet of the mobile world Can be used to request a diverse amount of content via

USSD menus. SMS

Short message Service I think you know what this is….the email of the mobile

world Pushs short text content

MMS Multimedia messeging Service The HTML Email of the mobile world – attachments!

WAP The browser of the mobile world Very wide variety of content – applications, pictures…etc

Direction of evolution

Flat rate pricing Value based pricing

Quality of Service Quality of Experience

Do it all? Collaborate and Share

Creative content More, more & more content

Access to customers= Control

Increasing controlof Content

Content

Creation

Content

Aggregation

Content

Repurposing

Service

Provisioning

Delivery

over network

Play on

Devices

Content Value Chain

Cost of storing and transmitting digital content getting lower

Collaboration and Innovation is the key

Service Providers tried creating own content but not very successfully

Web 2.0 and user generated content

Generation of embedded players

Support for multiple formats

Emergence of wireless, NGN, IP networks

Online DVD rentals (buy content)

More powerful, multi format devices – HDTV, mobile phones

Vertically Integrated Players

Partnering is beneficial, inevitable Granular charging, reaching to real time customers

VALUE ADDING

Using your phone, you access your preferred mobile portal

You are interested in Football World Cup You want alerts? Goals? Half and full time

results? Standings only? Next matches? Would you like a ringtone with that? Maybe a

country anthem? A team logo? Video of the goal?

How about accessing the m-commerce area to see if there are tickets to the game available?

Want to pay via your phone bill/ZAP? Why not!

Partner Revenue Sharing Models Percentage Revenue Share Model (most common, several

versions in use) Linear model, SP pays % of revenue for each generated event to

content partner Paid up front

Content is purchased up front, content partner may receive statistical information

Collect up front, share on usage Sell the bundle and collect upfront from subscriber, share revenue

on download/usage events Stepped Percentage

% revenue share, % share changes upon reaching predefined volume of events

Stepped Absolute Amount per Event Absolute amount shared per event based on revenue generated in

given billing period, amount changes upon reaching predefined revenue level and more

…

GamesService Provider

SubscriberLogo

Service Provider

Host Operator

Rating and Billing

Subscriber pays$ 1 per Logo

$ 10 per Game

Settlements

UsageEvents

UsageEvent

s

Percentage Revenue Share Model

Absolute Amount Stepped Percentage Stepped Absolute Amount

Partner Agreement

Gaming - (50 – 50)Logo - (50 – 50)

Partner Agreement

Gaming - $ 8Logo - $0.2

Partner AgreementGaming - 20% >= 100k events 40% < 100k events

Logo - 20% >= 100k events 40% < 100k events

Partner AgreementGaming - $ 4>= 100k events

$ 8 < 100k eventsLogo - $ .3 >= 100k events

$ .6 <100k events

Gaming

$ 5

Logo

$ 0.5

Gaming

$ 8

Logo

$ 0.2

Gaming$ 4 per event

$ 8 per event

Logo

$ .2 -1event $ .4 -2event

Gaming

$ 4 -1event$ 8 -2event

Logo

$ .3 -1event$ .6 -1event

Subscriber

downloads a game

Subscriber

downloadsa logo

Revenue Sharing Examples

HAVE YOU SEEN HIM – THE 40 MILLION POUND RINGTONE!?

What are the challenges?

Subscriber adoption is driven through hype and trial

Flexibility of product model and securitization of revenue

Setting up the revenue share models - time to market

Information scattered - single view difficult

Reconciliation and dispute resolution - cumbersome

Lucrative cross product bundling and discounting -

complicated

Real time session control and granularity of charging

CAREER OPPORTUNITIES??

Content Creator Why wait, you could start now!

You probably already know something that people would pay to know

Low requirements: Access to a computer is all you need. A (digital) camera helps too!

Very dynamic – your info is stale as soon as you publish!

Content Aggregator When you have lots of of content creators, it

helps when to have one collective point where it can be accessed

More pricey: Systems and licensing requirements Other people keep you updated – Woohoo!

EH........MASWALI?